Most jewellery is priced by what a brand thinks it can charge. Gold priced by the gram is different: the price is tied directly to how much gold the piece contains. It is a small shift in how a number is set, and it changes everything about what you get for your money.
How it works
Every piece has a weight in grams and a purity, like 18K. Priced by the gram means the cost is built from that weight, at a clear rate per gram, plus the making. There is no invisible brand premium inflating the number. If a piece weighs more, it costs more, because it holds more gold. If it weighs less, it costs less. Simple, and checkable.
Why it protects you
When you pay by the gram, most of what you spend becomes an asset you actually own. Compare that to a piece priced on brand, where you might pay three or four times the metal value. That extra is not gold and not something you can sell back; it is markup, and it disappears the moment you try to resell. Weight-based pricing keeps your money in the metal.
- You know exactly how much gold you are buying.
- You can verify the price against the live gold rate.
- Most of your money stays as a real, resellable asset.
- Two pieces of the same weight cost the same, no logo tax.
Priced by the gram means the metal sets the price, not the marketing.
It is the honest way to sell gold, and it is the only way we do it. Every Asil piece shows its gram weight, is priced at a clear multiple of the live gold value, and is bought back at value whenever you choose.